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Brand portal

A brand's content is reflected in corporate design. Success in corporate design is based on continuity. Here you will receive important information for designing graphics that communicate effectively.

OUR IMAGERY

Imagery is the basic element in corporate design that has the strongest emotional effect. In addition to the image content, which refers to the company's orientation, the imagery also conveys a company's atmosphere and tonality.

Precision and dynamism: the foundation of our imagery

Stylistic elements such as continuous or minimal depth of focus, motion blur as well as a clearly-defined colour scheme, implement the idea of precision and dynamism individually yet consistently for every image category.

The RUAG imagery is positive and sympathetic. It focuses on our technological competence and forgoes the use of war-related images that do not correspond to our area of activity

Image categories

The RUAG corporate images are subdivided into categories with the following thematic focuses:

  1. Product
  2. Brand
  3. Portrait
  4. Moving image
  5. Real Estate

You will find publicly available corporate images in our media database after registration.

1. Product

The images in the Product category are subdivided into the following sections:

1.1 Production and services
These are all motifs that show the manufacturing of products or the delivery of services by RUAG (with or without people in the image). Here we differentiate between long-shot takes (entire product with lots of surroundings) and close-ups (product details, close to the person and product).

Bildsprache Produkt 1
Close-up
Bildsprache Produkt 2
Long shot

1.2 Application
These are all motifs that show the usage of products. These mostly take place outside of RUAG, with customers. Here we differentiate between long-shot takes (entire product with lots of surroundings) and close-ups (product details, close to the person and product).

Bildsprache Produkt 3
Close-up
Bildsprache Produkt 4
Long shot

1.3 Technical product implementation
These are technical product illustrations in the form of computer renderings or technical drawings. These include all images that are not photographic implementations – as an image animation or in explanatory films.

Bildsprache Produkt 5
Illustration
Bildsprache Produkt 6
Animation / explanatory films

2. Brand

The images from the Brand category visualise the RUAG company at the image level and represent the values for which the company stands:

2.1 'Swiss'

Bildsprache Marke 2
Bildsprache Marke 1
Bildsprache Marke 3

2.2 'Collaborative'

Bildsprache Marke 4
Bildsprache Marke 5
Bildsprache Marke 6

2.3 'Future-oriented'

Bildsprache Marke 7
Bildsprache Marke 8
Bildsprache Marke 9

3. Portrait

The images from the category Portraits are always used when the human being is the focus of an image. Portraits are divided into two areas:

3.1 Individual portraits

Portrait
Portrait

3.2 Group portraits

Gruppenportrait
Gruppenportrait

4. Moving image

The following elements must be taken into account for cinematic implementations

4.1 Logo - intro and outro sequence, logo insertion

Intro and outro sequences of the brand logo are prefixed or added to cinematic realizations.

Intro

Bildsprache Bewegtbild 2
Bildsprache Bewegtbild 3
Bildsprache Bewegtbild 4
Bildsprache Bewegtbild 5

Outro

Bildsprache Bewegtbild 5
Bildsprache Bewegtbild 11
Bildsprache Bewegtbild 12
Bildsprache Bewegtbild 2

Logo insertion

To guarantee branding in cinematic conversions, the brand logo is permanently displayed in the upper right corner of the format.

Einblendung Logo
Einblendung Logo

4.2 Typography

A set overlay and positioning of typography is important for conveying the brand.

Headline

Headline Typografie
Headline Typografie

Subline

Subline Typografie
Subline Typografie

Subtitle

Untertitel Typografie
Untertitel Typografie

4.3 Transitions

To create a harmonious transition between scenes, various transitions are defined.

Transition oblique - transparent

Transparent, oblique surfaces at a 45° angle expose a motif or create a smooth transition from one scene to the next.

Bildsprache Bewegtbild 7
Bildsprache Bewegtbild 8
Bildsprache Bewegtbild 9
Bildsprache Bewegtbild 9

Transition oblique - opaque

Oblique surfaces at a 45° angle expose a motif or create a smooth transition from one scene to the next.

Bildsprache Bewegtbild 7
Bildsprache Bewegtbild 10
Bildsprache Bewegtbild 11
Bildsprache Bewegtbild 9

Transition line grid

A hatching (RUAG hatching) of fine white lines exposes a subject or creates a smooth transition from one scene to the next.

Bildsprache Bewegtbild 7
Bildsprache Bewegtbild 12
Bildsprache Bewegtbild 13
Bildsprache Bewegtbild 9

5. Real Estate

The Real Estate category comprises all company building motifs, their architecture as well as their interior design.

Bildsprache Real Estate 1
Architecture: Outside shot
Bildsprache Real Estate 2
Architecture: Inside shot

Download imagery

Here you will find more in-depth information.

Download imagery
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